Business and Technology Law

Louis Vuitton is once again making headlines by aggressively seeking to protect its valuable trademark and reputation. Louis Vuitton recently filed suit in U.S District Court for the Middle District of Florida in Tampa, Florida alleging trademark infringement by the Home Shopping Network (“HSN”). Louis Vuitton claims that HSN has been selling look-alike Louis Vuitton handbags and thereby violating at least six of its trademarks. The complaint also asserts claims for copyright infringement, misappropriation of advertising ideas, and intentional counterfeiting. In addition to its claims against HSN, Louis Vuitton also makes claims against American Elite Inc., the distributor that sold the merchandise to HSN.

This latest lawsuit is part of Louis Vuitton’s ongoing fight against counterfeiting and trademark infringement. On its website, the company proclaims that it has a special team devoted to fighting counterfeiting and is trying to make consumers aware of the risks inherent in purchasing counterfeit merchandise. Furthermore, Louis Vuitton notes that 13,000 counterfeiting proceedings and 600 raids were launched last year, with 1000 arrests. Finally, Louis Vuitton makes it clear that its products are sold exclusively in its stores and on it websites, so no one can claim they thought they were making a legitimate purchase when they bought a product on the street or at a “purse party.” Louis Vuitton’s actions and strategy are an example to other businesses of the steps that should be taken to protect a valuable trademark. A business that does not actively fight against trademark infringement risks tarnishing the company’s reputation by allowing counterfeiters to sell inferior product and weaken its trademark.